MichaelSutherland氏

Michael Sutherland is the Chief Transformation Officer at Real Madrid where he is driving the transformation strategy for one of the world’s most prestigious football clubs. Real Madrid is the most successful football club in the world, the only one to have won 13 European Cups, among many other titles. In the year 2000, Real Madrid was awarded the FIFA Trophy for the best Club of the 20th Century. Real Madrid is a benchmark in world sport: it remains the most valuable football club in Europe for the third consecutive year, according to KPMG, and it continues to be the most valuable football brand in the world for the third consecutive year according to Brand Finance. Michael’s leadership extends across brand, marketing, digital, data, technology and commercial. His transversal approach to change leadership is unlocking a digital revolution for the club to connect new generations of football fans to Real Madrid. He leads an ambitious commercial growth strategy for a modern digital Bernabéu stadium projected to generate an additional €200M annually. He brings data and technology to a refreshed lifestyle brand to more deeply engage and grow the 600M global fans, over 2000 fan clubs and more than 360M followers across social media platforms. In 2021, Real Madrid became one of only three brands in the world to break 100M followers on a single Instagram account. Michael is an accomplished Silicon Valley executive who has held leadership roles at Fortune 50 and Venture backed startups. He has deep experience working at the leading edge of advanced technologies to deliver business innovation and cultural transformations. His past roles include Director of Virtual Reality and Director of Immersive Computing at HP where he played a key role in leading the development of a commercial mixed reality strategy and delivered award-winning products to market, including awards for Best New Desktop and Overall Innovation Winner at the Consumer Electronics Show. Michael is an active angel investor and participates on various boards and in advisory positions to early-stage startups, scale-ups and Venture Capital funds.